BurgerFi gave us the task of differentiating them from their competitors such as Shake Shack and Five Guys, and position them as the only all-natural, gourmet burger place. They are more than just another burger joint and want the rest of the world to know so.With this in mind, I created the “Bend the Rules” campaign, with the hope of highlighting BurgerFi’s unique menu and keeping with it’s cool, spunky vibe. *All photography taken by yours truly*
"Bacon and eggs aren't only for breakfast."
"Dressing your dog is totally acceptable."
"Why have one sidekick when you could have two?"
To extend the campaign in the store and generate more brand loyalty, I created a "Rule Benders" loyalty program that would not only interact with the customers but also encourage them to keep coming back for more!